As research shows that the majority of travel retail confectionery purchases are for gifting, and souvenir gifting is on the increase, Lindt & Sprüngli unveils the Lindt Travel Edition to help passengers ‘share their travel memories’ at the start of the 2016 holiday season.
The new Lindt Travel Edition builds on the success of Lindt’s Napolitains golden ‘plane’ carrier-box. Presented in eye-catching packaging and with displays featuring the theme of travel, it has been devised to encapsulate the emotions of the journey experience, and the excitement of travel.
Making its appearance for a second season, Lindt’s striking ‘plane’ travel retail exclusive box contains six flavours (Swiss milk, hazelnut, dark, Cresta white-crisp, Lindor milk and Cresta milk-crisp). It has already proven the ideal purchase for chocolate-lovers looking for a souvenir of their travel or a gift from a foreign trip. It will be complemented by two traveller value packs – a thins milk and dark 2 x 200g multi-buy and a tablet milk 3 x 300g trio which both offer popular Swiss chocolate varieties at outstanding value.
The initiative, which kicked off at Dubai Duty Free in May this year, will travel the globe during the holiday season. Featuring at destinations including Doha, Muscat, the promotion can be customised so a real ‘sense of place’ can be created for each airport.
In July and August the initiative will move to Zurich, the home of Lindt & Sprüngli. Here, passengers will be able to purchase additionally and exclusively an Assorted Napolitains 560g suitcase. This striking souvenir, which is made of a high quality tin and can be used time and time again, features a ‘luggage tag’ that can be personalised with a special gift message.
In Frankfurt in July the promotion will feature an interactive “Spin & Win” competition, which invites customers to spin a ‘plane’ for a chance to win a selection of gifts. All players will be given Lindt Napolitains, and lucky winners who manage to land their plane on the destination to which they are heading will take home a luxurious chestnut velvet 2-in-1 pillow to make their journey even more pleasant.
A highlight of the programme will come in in July and August, when the promotion will run in Brazil. As the nation hosts the Olympic Games, visitors can take home a specially created souvenir of this historic sporting event. The 500g Napolitain Brazil edition will be available for a limited time at Rio and Sao Paulo in the last two weeks of July, adding an extra dimension to create an even stronger ‘sense of place’. Exclusively for Dufry, the promotion will be supported by mini-dress-ups and compelling price offers.
“In the gifting sector, souvenir value is very important and chocolate is the ideal memento that appeals to all types of passenger,” said Peter Zehnder, head of the Lindt & Sprüngli global duty free division. “Our Naps are an iconic travel product, loved for years by consumers around the globe and are the ideal product to take centre stage in this initiative. Travel retail exclusives are always well received, and we are sure these new products will be just as popular this year as they were in 2015.”
